The store, at 67 Greene St., will feature an eight-foot-high, interactive holiday tree, built by a&g Labs, and made up of lightweight, portable, wireless speakers Beats Pills.

Each Beats Pill speaker on the tree will flash its red and green LED lights whenever an Instagram user posts a photo with the hashtag #BeatsArmy, and their photos will appear on the digital screens that will also adorn the tree.

There will also be a live-streaming webcam for Beats By Dr. Dre fans worldwide to follow the action.

We’ve always felt that fusing the physical and digital is one of the most powerful ways a brand can engage with its customers. We’ve experimented with this concept through a&g Labs projects like Tweet to Shoot, Cheer Tracker, and Pic-Tap-Toe. And to activate against this with a brand like Beats by Dre by empowering their core fans to become part of the experience is an amazing way to bring this to life.